Frasers Group has launched its industry-leading retail and fitness proposition outside the UK for the first time with the opening of a four-storey, 85,000sq ft integrated Sports Direct and Everlast Gyms+ flagship on Dublin’s iconic Henry Street.
Leading retail powerhouse, Frasers Group, has unveiled its highly anticipated Sports Direct and Everlast Gyms+ flagship in Dublin. Located in the former Debenhams unit on Dublin’s famous Henry Street, this launch brings the integrated proposition to Europe for the first time, reinforcing the Group’s Elevation Strategy and marking an important step in its bold international ambitions.
The destination spans 85,000sq ft across four floors, bringing innovative retail and performance fitness together to offer a connected ecosystem where the modern customer can shop leading global brands, train without limits and recover under one roof.
Michael Murray, Chief Executive Officer at Frasers Group, commented: “Building on the momentum of our Elevation Strategy, the opening of this Dublin flagship is another defining milestone for Frasers Group. As our first integrated Sports Direct and Everlast Gyms flagship in Europe, it reflects our ambition to accelerate international growth while delivering an unrivalled retail and fitness experience.”
Marking the latest phase of Frasers Group’s growth in Ireland, the new Henry Street flagship has transformed the former Debenhams unit into a retail destination. The redevelopment includes an almost twofold expansion of Zara’s store as a key tenant, alongside the state-of-the-art Sports Direct and Everlast Gyms+. Backed by an investment of more than €80M across the refurbishment and fit-out, the project will create over 75 new roles while helping to drive the continued regeneration of Dublin city centre.
Chosen for its rich sporting heritage and strong sense of community, Dublin provides the perfect backdrop for this proposition, providing customers with access to the world’s best sport brands as well as the added benefit of local sporting categories like GAA. This builds on Sports Direct’s commitment to supporting local Irish sport, including grassroot GAA clubs, GAA Cork, GAA Louth Women’s Irish Open and most recently, sponsoring the Dublin marathon.
